“ The medium is the message” is a phrase coined by Marshall McLuhan meaning that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived. McLuhan proposes that media themselves, not the content they carry, should be the focus of study; he said that a medium affects the society in which it plays a role not only by the content delivered over the medium, but by the characteristics of the medium itself.
— “The medium is the message.” Wikipedia, The Free Encyclopedia. 4 Dec 2008, 00:14 UTC. 8 Dec 2008
